The e-cigarette market has rapidly evolved over the past decade, driven by increasing demand for alternatives to traditional tobacco products and its perceived advantages over tobacco. As consumers seek healthier options and innovations in vaping technology, several companies have emerged as top players in this dynamic market. In this blog, we will explore some of the top e-cigarette companies worldwide, examining their contributions, product offerings, and influence on the industry.

Top 10 Companies in the E-Cigarette Market (Top Vape Brands): 

1.    Philip Morris International Inc. (PMI)

Philip Morris International is a global leader in the tobacco industry, best known for its iconic Marlboro brand. In recent years, PMI has shifted its focus toward reduced-risk products, including e-cigarettes. Their flagship product, IQOS, heats tobacco rather than burning it, offering a smoke-free alternative that has gained popularity in various markets. The company has a global workforce of approximately 82,700. The company is traded on the New York Stock Exchange. The company's product range mainly includes cigarettes and smoke-free options, such as heated tobacco, e-vapor products, and oral smokeless items. Philip Morris International is frequently considered one of the key players in the Big Tobacco sector.

PMI's commitment to a smoke-free future is evident in its substantial investments in research and development. The company aims to transition its customer base away from traditional cigarettes, emphasizing its dedication to creating safer alternatives. IQOS has already achieved significant market penetration in countries like Japan and Italy, and PMI continues to expand its product line with new innovations. The company focuses on fostering an inclusive and diverse workplace.

2.    Altria Group Inc.

Altria Group, the parent company of Philip Morris USA, has made significant strides in the e-cigarette market through its acquisition of JUUL Labs. This strategic move allowed Altria to enter the rapidly growing vaping segment while navigating the challenges of declining cigarette sales.

Altria also markets its own vaping products, such as MarkTen, which competes with other e-cigarette brands. Despite facing regulatory scrutiny, Altria is leveraging its extensive experience in the tobacco industry to develop products that cater to both traditional smokers and new users seeking alternatives.

3.    British American Tobacco PLC (BAT)

British American Tobacco is one of the largest tobacco companies in the world and has been proactive in diversifying its product offerings to include e-cigarettes. BAT’s Vuse brand has become a significant player in the vaping market, known for its variety of flavors and device options.

BAT has invested heavily in research and development, focusing on creating innovative products that appeal to a wide audience. The company’s extensive distribution network and established reputation in the tobacco industry provide a strong foundation for its e-cigarette ventures. The company aspires to transition to a primarily smokeless business, targeting 50% of its revenue from non-combustible products by 2035. To achieve this, it is actively promoting the switch for adult smokers to smokeless alternatives, encapsulated in its motto to "Switch to Better." The company aims to reach 50 million users of its smokeless products by 2030.

4.    Japan Tobacco, Inc. (JT)

Japan Tobacco has a prominent presence in the global tobacco market and has also embraced the e-cigarette trend. The company’s Ploom brand features heat-not-burn technology, similar to PMI’s IQOS, and aims to offer consumers a tobacco experience without combustion.

JT’s commitment to developing reduced-risk products is part of a broader strategy to address changing consumer preferences. The company is investing in research and product innovation to compete effectively in the e-cigarette market and cater to a health-conscious audience.

5.    Imperial Brands plc (formerly Imperial Tobacco Group plc)

Imperial Brands, the parent company of Imperial Tobacco, has made significant inroads into the vaping market with its Blu brand. Known for its variety of e-cigarette products, Blu offers both disposable and rechargeable devices, appealing to a diverse consumer base.

The company has been focusing on expanding its product line and enhancing the user experience through technological innovations. Imperial Brands’ extensive distribution channels and marketing strategies position it well within the competitive landscape of e-cigarettes.

6.    Turning Point Brands, Inc. 

Turning Point Brands, Inc. is a prominent player in the alternative nicotine product market, specializing in the development and marketing of various vaping and tobacco products. The company is headquartered in Louisville, Kentucky, and has built a diverse portfolio that includes e-cigarettes, smokeless tobacco, and other nicotine-related products.

One of Turning Point Brands' key strategies is innovation. The company continually seeks to expand its product offerings to meet the evolving preferences of consumers. Its brands, such as V2 and Vapor4Life, cater to a wide range of vaping enthusiasts, from beginners to seasoned users, with a variety of flavors and product types. The company’s focus segments are led by its core, proprietary brands Zig-Zag in the Zig-Zag Products segment; and Stoker’s along with Beech-Nut and Trophy in the Stoker’s Products segment.

Turning Point Brands is also committed to responsible marketing and regulatory compliance. The company actively engages in discussions about public health and the role of alternative nicotine products, positioning itself as a responsible participant in the industry.

In addition to its focus on e-cigarettes, Turning Point Brands has a strong presence in the smokeless tobacco market, providing products that appeal to adult consumers looking for alternatives to traditional smoking.

With its emphasis on quality, innovation, and consumer satisfaction, Turning Point Brands continues to adapt to market trends and regulatory changes, aiming to enhance its position in the rapidly evolving landscape of nicotine products.

7.    Nicotek LLC

Nicotek is a notable player in the e-cigarette market, known for its focus on providing affordable and accessible vaping solutions. The company offers a range of e-cigarette products, including disposable and rechargeable options, targeting budget-conscious consumers.

Nicotek’s products are designed to provide a satisfying vaping experience while prioritizing safety and quality. The company’s emphasis on affordability and variety has allowed it to carve out a niche in the increasingly competitive market. The enterprise is currently divided into three sections: photovoltaic, e-cigarette, and vape categories. In this context, the company features prominent products like Metro 1.2 and e-hookah, which are available in flavors such as sheesha, martini, apricot, blueberry, and mountain mint.

8.    NJOY Inc.

NJOY is one of the pioneers in the e-cigarette industry, known for its innovative approach to vaping. NJOY Inc. is a prominent independent company specializing in electronic nicotine delivery systems (ENDS). It manufactures and supplies a variety of vaping devices, e-cigarette kits, and salt pods as alternatives to combustible cigarettes, catering to both casual users and vaping enthusiasts. The company’s products are compliant with the US Food and Drug Administration (FDA) standards.

NJOY has positioned itself as a brand that emphasizes quality and user experience. The company’s focus on research and development enables it to introduce new flavors and technologies that resonate with consumers. NJOY’s commitment to creating enjoyable vaping experiences has earned it a loyal following.

9.    SMOK

Another prominent Chinese brand, SMOK has established itself as a top player in the vaping industry. Known for its powerful devices and extensive product line, SMOK offers everything from compact pod systems to advanced sub-ohm tanks. SMOK is a brand of Shenzhen IVPS Technology CO. Limited, which specializes in electronic cigarette research and development, production, and sale in all markets worldwide. SMOK is a leading international e-cigarette brand that offers a comprehensive range of products, catering to both entry-level users and experienced vapers. Renowned for its presence in high-end markets, SMOK is distinguished by its reliable product performance, exceptional quality, and positive customer reviews.

The company’s focus on performance and design has garnered a loyal following among vapers. SMOK continuously releases new products, often incorporating the latest technology trends, ensuring they remain relevant in an ever-changing market. The company’s product portfolio includes disposable, e-liquid, POD, POD MOD, Pen Style, etc.

10.  Elf Bar

Elf Bar is an electronic cigarette brand that is manufactured by the Chinese firm iMiracle Shenzhen. Elf Bar has quickly risen to prominence in the disposable e-cigarette segment and is known for its convenience and variety of flavors. The brand appeals particularly to new users seeking a hassle-free vaping experience without the commitment of reusable devices.

With a focus on quality ingredients and user-friendly designs, Elf Bar has captured a significant market share in the disposable vaping category. The company’s success reflects the growing trend towards disposable e-cigarettes, particularly among younger consumers.

What is an e-cigarette?

An electronic cigarette is a device that heats liquid to produce an aerosol that can be inhaled. Often referred to as vapes or vape pens, these devices come in a broad variety of flavors and can be bought in the same way as traditional cigarettes. They usually have less nicotine.

Are they safe?

Although they contain nicotine, they release toxins when heated. The particular harm resulted by the toxins is unknown. These products are particularly dangerous and addictive for those less than 25. Furthermore, the use of electronic cigarettes among youth could increase the risk of becoming long-term smokers of tobacco.

Can they help people to quit smoking?

E-cigarettes were developed to aid those struggling to quit smoking. They were designed to be used by this specific group of people and were designed to be used for a short period as part of the process towards complete quitting. However, it is important to be aware that the traditional hookah charcoal tobacco product can be utilised in conjunction with electronic cigarettes to enhance flavour and enhance the overall experience. However, this is not a common element of e-cigarettes and should be handled with caution due to the potential health risk.

Based on TechSci Research report " E-Cigarette Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, 2018-2028F Segmented By Product Type (Disposable, Rechargeable, Modular), By Flavor (Tobacco Vs. Non-Tobacco (Fruit, Desserts, Others)), By Distribution Channel (Specialty Stores, Tobacconist, Online, and Others), By Region, By Company," the market for e-cigarettes worldwide is expected to expand during the forecast period due to the shift in consumer preferences towards flavor-infused electronic cigarettes. The market for e-cigarettes in the world is growing rapidly, driven by a number of key factors, including the need for health awareness, innovation in product and regulatory support, among others.

Factors Driving the Growth of Global E-Cigarette Market:

Health Education: As more consumers prefer healthier alternatives to smoking cigarettes, electronic cigarettes are increasingly viewed as a healthier alternative. This change in attitude is encouraging smokers to switch to vaping.

Product Innovation: Continuous advancements in e-cigarette technology, such as increased battery life, customizable features and a broader range of flavours. They also attract new users as well as keep existing customers.

Support for Regulation: In some region,s regulatory frameworks are being developed to allow the use of electronic cigarettes as a tool for quitting smoking. This encourages both manufacturers and consumers to participate in the market.

Growing Popularity Among Young People: E-cigarettes have gained popularity with younger generations due to social media and marketing strategies. This is a reason why there is a demand for diverse products.

Convenience and discretion: E-cigarettes are generally more discreet and convenient as traditional cigarettes, attracting people who want the convenience of a lighter and less intrusive alternative. Additionally, the convenience of e-cigarettes is demonstrated by their wide access to multiple outlets, such as online platforms, retail stores as well as vending machines.

Smoking Cessation Initiatives All Over the World: Many governments are advocating smoking cessation programs in which e-cigarettes are promoted as a viable option to help people quit smoking.

Increased Online Sales The growth of online shopping has made simpler for people to get access to an array of electronic cigarettes, growing sales and market penetration.

Consumer preferences: A growing preference for products with flavours and nicotine salt formulations caters to a variety of tastes among consumers, which is driving the expansion of the market.

Recent Developments –

• In July 2025, Juul Labs received authorization from the U.S. Food and Drug Administration (FDA) to market five of its e-cigarette products through the Premarket Tobacco Product Application (PMTA) pathway. These include the JUUL device, Virginia Tobacco JUULpods (3% and 5% nicotine), and Menthol JUULpods (3% and 5% nicotine). This decision marks a significant comeback for the company after it was nearly banned in 2022. The FDA stated that these products may offer potential harm reduction benefits for adult smokers, although the move has drawn criticism from public health advocates concerned about youth vaping.
• In July 2025, the Australian Therapeutic Goods Administration (TGA) enforced stricter safety and quality standards for therapeutic vapes. Only compliant products can be sold in pharmacies. Despite reforms announced in October 2024, no sponsor has applied for inclusion in the Australian Register of Therapeutic Goods (ARTG), meaning no therapeutic vape is officially approved yet.
• In June 2024, NJOY LLC received authorization from the U.S. Food and Drug Administration (FDA) to market four menthol-flavored e-cigarette products through the Premarket Tobacco Product Application (PMTA) pathway. The authorized products include NJOY ACE Pod Menthol 2.4% and 5%, which are sealed, pre-filled pods designed for use with the NJOY ACE device. Additionally, there are NJOY DAILY Menthol 4.5% and DAILY EXTRA Menthol 6%, both disposable e-cigarettes.

Conclusion:

The e-cigarette market is experiencing rapid expansion and change, with a variety of companies fighting for market share. From the established tobacco giants such as Philip Morris and British American Tobacco to newcomers who are innovating, such as NJOY and International Vapour Group, each company plays an important part in determining the direction for vaping.

As the preferences of consumers change and regulatory landscapes change and the regulatory landscape changes, these companies will need to keep on innovating and evolving their products. With advanced technologies, a variety of flavour profiles, and user-friendly designs, most popular E-cigarette manufacturers are well-positioned to shape the market for a long time to come. If you're a veteran vaper or are just exploring your options, knowing these major players can help navigate the vast array of electronic cigarettes.